Digital Marketing Strategy - MAN00068M

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  • Department: The York Management School
  • Credit value: 20 credits
  • Credit level: M
  • Academic year of delivery: 2025-26

Module will run

Occurrence Teaching period
A Semester 2 2025-26

Module aims

This module explores modern-day marketing that has got a distinctive digital flavour. Specifically, it aims to:

  • introduce emerging digital marketing principles as an increasingly important part of marketing theory and practice,

  • offer an understanding of the paradigm shift from traditional marketing to digital marketing,

  • provide an understanding of the dynamics and interrelationships between the key marketing variables, in the process of defining and executing effective marketing strategies in a digital context,

  • present ways to critically analyse, plan, develop and critique digital marketing strategies,

  • enable students to offer grounded arguments as part of the digital marketing strategy formulation process, and

  • demonstrate innovative research in the field of digital marketing.

By providing a broad range of theories, concepts, case studies and research related to digital marketing, this module hopes to whet the appetite of any aspiring marketer.

Module learning outcomes

By the end of this module, you will be able to

Content related learning outcomes

  • Identify the impact of digital technology on both organisations and consumers.

  • Demonstrate a systematic understanding of traditional marketing theories and concepts in the digital landscape.

  • Critically apply competing digital marketing concepts to a range of organisational types.

  • Synthesise a range of digital marketing theories at the forefront of current research in digital marketing to critique a range of real-world cases.

  • Critically analyse digital marketing challenges and effectively formulate digital marketing strategies for businesses in a global context.

Skills-related learning outcomes

  • Develop an understanding of the importance of group work and how it can contribute to the development of your personal skills.

  • Work both independently and in teams, set goals, and complete tasks within deadlines.

  • Think critically to produce logical and structured arguments supported by relevant evidence.

  • Sharpen your academic writing and referencing skills.

Module content

Indicative topics to be covered include:

Analysis of the online marketplace

Consumer behaviour online

Social media and omni-channel marketing

Crisis management on social media

Segmentation and positioning of products and services online

Digital marketing tools and techniques

Digital marketing across national, linguistic and cultural borders

Indicative assessment

Task % of module mark
Essay/coursework 75
Groupwork 25

Special assessment rules

None

Indicative reassessment

Task % of module mark
Essay/coursework 75
Oral presentation/seminar/exam 25

Module feedback

  • After the group work, each student group will receive oral feedback with detailed comments on their formative assessment, explaining how the group performed in relation to each of the criteria used for assessment.

  • At the end of term, a module evaluation report will be prepared to be approved by the Board of Examiners and uploaded onto the VLE.

  • Turnaround time will be consistent with the departmental policy.

Indicative reading

Chaffey, D., and Ellis-Chadwick, F. (2016). Digital Marketing: Strategy, Implementation and Practice (6th ed.). London: Pearson.

Some Useful Journals

Computers in Human Behavior

European Journal of Marketing

Harvard Business Review

Internet Research

Journal of Advertising Research

Journal of Business Research

Journal of Interactive Marketing

Journal of Product & Brand Management